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- Title
HOW MUCH do companies need TO KNOW about their customers?
- Abstract
This article presents views of several executives regarding customer relationship. According to Bill Miller, vice president for partner marketing at Travelocity Business, Customer Relationship Management (CRM) can be a significant tool for businesses and an advantage for customers, as long as companies understand the power of CRM, respect their customers and have standards for deploying CRM. He also cited that most businesses have these goals: (1) increase revenues through differentiated products and services; (2) decrease costs; and (3) provide a better customer experience to foster loyalty. Fortunately, CRM touches all three goals. For author Paul Greenberg, consumers of the 21st century are knowledgeable, technology savvy and aware that they have accessible information on services and products from trusted sources online. However, privacy, though significant, is actually less the issue when it comes to 21st century customer/company relationships.
- Subjects
CUSTOMER relations; CUSTOMER relationship management; MILLER, Bill; GREENBERG, Paul; MARKETING; CONSUMER protection
- Publication
Baylor Business Review, 2006, Vol 24, Issue 2, p16
- ISSN
0739-1072
- Publication type
Article